Optimization of the Quooker FLEX campaign
The Quooker FLEX is a latest innovation from Quooker, a boiling water tap with a flexible pull-out hose for hot and cold water. Quooker has developed an international campaign to draw national and international attention to the Quooker FLEX. The campaign consists of a teaser, several television commercials and short spots (tagons).
Challenge
Quooker wanted to make sure that the scenes in the commercials would not evoke negative emotions (such as fear) in the target audience, so the campaign was tested extensively. Through a combination of online facereading and qualitative in-depth interviews, we were able to advise Quooker on how to optimize the campaign.
Vision
Solution
How was the research conducted?
When assessing the appreciation and understanding of a TV campaign like Quooker's, we take a flexible and efficient combined approach. In doing so, we use the following setup:
- Start with online facereading: in an online questionnaire, television commercials and tagons in the form of a reel (a commercial break) are presented to the target group. Through the webcam, the emotions evoked by the commercials are recorded, analyzed down to the scene level and compared with the other commercials in the reel. This phase can be carried out within a weekend.
- We then conduct a number of in-depth interviews: based on the results of online facereading, we draw up a list of hypotheses together with the client. These, together with the regular questions about the campaign, are tested among the target group. The interviews are clustered as much as possible on two days. Between interviews, we plan time to make adjustments to the research material and retest it.
Result
Based on the results, among other things:
- Understanding what emotions the campaign evoked (at the scene level)
- addressed concerns that the commercials will evoke negative emotions
- advised that the teaser not be deployed before the start of the campaign, but be combined with the television commercial and tagon in the same advertising block
- determined which commercial is best to start with in conjunction with which tagon
- decided to emphasize the product introduction more in voice-over and visuals
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